BUS 346 midterm review questions (ch5)

The many demands on consumers today have made it more difficult for marketers to
Select one:
a. deliver products just-in-time.
b. offer green marketing solutions.
c. grab consumers’ attention.
d. decide what to offer.
e. differentiate between the needs of seniors and Baby Boomers.

c. grab consumers’ attention.

What is the lipstick effect?
Select one:
a. discrimination against women in the workplace
b. treating oneself to a small luxury like lipstick and forgoing a luxury vacation
c. a tendency to buy clothing one has seen on beautiful models
d. the tendency of women to buy more expensive items when they are wearing nice clothes and makeup
e. favoritism for women in the workplace

b. treating oneself to a small luxury like lipstick and forgoing a luxury vacation

From a firm’s perspective, the biggest advantage of RFID is
Select one:
a. it is less expensive to use than other forms of marketing research.
b. it tells the firm who is buying the product and how it is being used.
c. it enables the firm to track an item from the moment it was manufactured.
d. it provides demographic information on the consumer for marketing use.
e. it eliminates the need for communicating with the supply chain.

c. it enables the firm to track an item from the moment it was manufactured.

When marketers look at advertising media, they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see whether the media fit with their advertising agenda.
Select one:
a. scenario planning
b. demographics
c. micromarketing measures
d. country culture
e. regional culture

The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even presidents and dictators from around the world flew to the Mayo Clinic to use its services. The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville, Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that
Select one:
a. provide minimal core value.
b. are important to all generational cohorts.
c. competitors have tried and failed to satisfy.
d. match its core competencies.
e. are easiest to satisfy.

d. match its core competencies.

Gretchen has a job that requires working late several nights a week. This puts a lot of strain on her to find time to shop and prepare meals for her family. Grocery stores recognize the importance of consumers like Gretchen and have responded in all of the following ways except
Select one:
a. using creative checkout procedures so Gretchen can finish her shopping quickly.
b. creating ready-to-eat meals that would allow Gretchen to have freshly prepared meals.
c. advertising their products heavily on daytime television.
d. staying open late.
e. developing meals with precut and premeasured ingredients that would allow Gretchen to cook them at home.

c. advertising their products heavily on daytime television.

Those who graduate from college tend to earn an annual salary that averages about _______ more than a high school graduate averages.
Select one:
a. $82,000
b. $10,000
c. $49,000
d. $21,500
e. $55,500

d. $21,500

ust become a father and changed jobs. Jason was likely shocked and concerned about
Select one:
a. his technological comfort.
b. the marketer’s lack of cultural awareness.
c. his telephone bill.
d. his financial situation.
e. his lack of privacy.

e. his lack of privacy.

Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups
Select one:
a. is attributable to technological expertise of immigrant groups.
b. will create inflationary expectations.
c. will disappear as ethnicity becomes a stronger cultural determinant.
d. will vanish once the recession ends.
e. creates opportunities to provide value to each group.

e. creates opportunities to provide value to each group.

In the immediate marketing environment, the first factor that affects the consumer is
Select one:
a. social trends.
b. the firm itself.
c. cultural values.
d. demographics.
e. technological advances.

b. the firm itself.

The firms that work along with the focal firm to provide goods and services to consumers are viewed as
Select one:
a. cartels.
b. corporate partners.
c. cultural cohorts.
d. customers.
e. cooperatives.

b. corporate partners.

One drawback to marketing products on smartphones compared to other kinds of web experiences is
Select one:
a. consumers are cynical and don’t believe advertising on smartphones.
b. the smaller screen means that less information must convey the same brand image.
c. the cost of mobile apps makes it prohibitive for most companies.
d. few people use their smartphones for shopping.
e. more people access the Web through laptops than smartphones.

b. the smaller screen means that less information must convey the same brand image.

When Diana went to college, tuition was $650 per semester. Now that same college charges $6500 per semester. This number reflects a persistent increase in price known as
Select one:
a. currency fluctuation.
b. inflation.
c. interest.
d. deflation.
e. recession.

b. inflation.

When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that
Select one:
a. middle-income consumers are quickly becoming upper-income consumers.
b. income in the United States has become more unevenly distributed.
c. everyone is equal.
d. everyone has been equally affected by the recession.
e. there is increasing purchasing power among lower income groups.

b. income in the United States has become more unevenly distributed.

From a marketing perspective, what separates __________ from the generation before them is that they are individualistic, value leisure time as a high priority, and are trying to maintain their youth.
Select one:
a. Generation W
b. Generation Y
c. Baby Boomers
d. Generation Z
e. Generation X

c. Baby Boomers

Marketers in the United States are paying increasing attention to ethnic groups because
Select one:
a. government subsidies assist marketers attempting to communicate value to these groups.
b. they are more susceptible to marketing messages.
c. they represent a majority of the population in non-urban areas of the country.
d. country culture is replacing regional culture as a key marketing consideration.
e. approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.

e. approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.

Which of the following is TRUE regarding modern gender roles?
Select one:
a. Gender boundaries should never be crossed in marketing efforts.
b. Gender roles are unimportant to marketers.
c. Gender roles have been blurred in the past several years.
d. Gender roles are a constant cultural norm.
e. Modern standards require firms to produce gender neutral advertising for every product.

c. Gender roles have been blurred in the past several years.

Marketers selling to the __________ generational cohort need to recognize that these consumers are not too interested in shopping, are more cynical than their parents, and are less likely to believe advertising claims than the generation(s) before them.
Select one:
a. Baby Boomers
b. Generation Z
c. Generation Y
d. Generation X
e. Generation W

Some companies have been accused of taking advantage of the current social trend of green marketing, positioning their products as environmentally friendly when this may not actually be the case. This is called
Select one:
a. green puffery.
b. greenbaiting.
c. red marketing.
d. fake greening.
e. greenwashing.